Paper Title
Success Factors in Database Marketing Models
Abstract
Database marketing, i.e. the marketing of new or additional products to existing customers has become an
important part of the marketing activities in general. This is a consequence of the advances in computer technologies and the
development of powerful knowledge discovery algorithms. Such efforts of determining the customers who are more likely to
buy the targeted products are known as cross sell and up sell modeling and it is a part of analytical customer relationship
management. Many big companies have been developing these models for quite a long time now but due to competition
issues no one is making the details of their methodology known to public. The studies available in the literature are mostly
built on small examples which may be far from reflecting the dynamics of big real life problems. In this study, based on our
experiences in banking sector of more than 12 years, we first describe the full modeling cycle in detail and then discuss some
success factors which are very critical in developing good models. We provide some solid comparisons of alternative choices
in modeling.
Keywords - Database marketing, cross sell, up sell, data mining.